Entity SEO treats a business as one clear thing, not a list of keywords

An entity is anything a search or AI system can hold a distinct record for: a business, a founder, a product, a place. Entity SEO focuses mainly on the business and the people behind it, making sure each one is described the same way everywhere it appears rather than slightly differently on the website, the Google Business Profile, and any directory listing.

The core facts are simple and easy to underestimate: the exact business name, the category it operates in, who founded or runs it, where it is based, and what it actually does. Getting these five things to agree across every surface is most of entity SEO. It sounds basic because it is; what is rare is actually doing it everywhere the business has a presence.

Structured data is the most direct lever. Schema.org markup lets a page state its entity facts in a format built for machine extraction rather than visual display: the organisation's name, category, founder, and location, tagged explicitly instead of implied by surrounding text.

Disambiguation matters most for businesses with a common name or a crowded category. Plain text on the page, and structured data behind it, should make clear which specific business this is, so a system with several similarly named options to choose from has an unambiguous reason to pick the right one.

Consistency closes the loop across the web. The same name, category, and description should appear on the business's own site, its Google Business Profile, and any directories or articles that mention it. A system checking a claim against multiple sources treats agreement as a trust signal and disagreement as a reason for caution.